Softfootball reports that Liverpool Football Club has announced a significant change in its commercial partnerships, with Turkish Airlines becoming the club’s principal partner starting June 1, 2027.
As part of the deal, the Turkish Airlines logo will be prominently featured on the front of the match shirts for the men’s, women’s, and Academy teams from the beginning of the 2027-28 season.
This partnership concludes Standard Chartered’s 17-year tenure as Liverpool’s front-of-shirt sponsor. The bank first featured on the club’s shirts in 2010 and will shift to a global partner role in June 2027.
This transition marks the first change in the front-of-shirt sponsorship at Liverpool in nearly two decades, representing a significant shift in the club’s commercial strategy.
Ben Latty, Liverpool’s chief commercial officer, expressed enthusiasm about the new partnership with Turkish Airlines while also recognizing the long-standing support from Standard Chartered.
This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027
Latty stated.
He stressed the importance of the Liverpool shirt and mentioned the current relationship with Turkish Airlines, alluding to “those special memories back in 2005.”
Latty also pointed out Standard Chartered’s role during a remarkable period for Liverpool FC, confirming that the bank will continue its connection with the club as a global partner.
Ahmet Olmustur, CEO of Turkish Airlines, noted that Liverpool is among the most recognized and respected football clubs worldwide, emphasizing its heritage and extensive global fan base.
We are very pleased that Turkish Airlines will become the club’s main club partner and that our name will take its place on one of the most iconic shirts in world sport
Olmustur added.
The Turkish Airlines CEO also emphasized the shared global goals of both organizations, highlighting the airline’s mission to connect people and cultures across the world.
Olmustur mentioned that the partnership unites two internationally recognized brands, both dedicated to excellence and inspiring millions globally.
This agreement represents a key moment for Turkish Airlines’ involvement in the realm of global sports, with a focus on the capacity of sports to bring communities together and cross boundaries.
This announcement occurs during a transformative period at Anfield, with changes in both commercial aspects and football operations.
Liverpool sporting director Richard Hughes has also resigned after two years in the role, having informed the club’s leadership about his decision to seek new challenges. Hughes was instrumental in recruitment and oversaw various football operations during the transition after Jürgen Klopp’s exit.
With the arrival of Turkish Airlines as the new primary sponsor on the Liverpool shirt from 2027, the club is poised to enter a new commercial chapter, while still retaining Standard Chartered in its broader family of partners.
